The IDG CIO Research – State of the CIO – has many valuable insights that can be used by B2B account based marketing teams to create a strategic accounts plans.

The goal of the IDG CIO Study what to was to provide insights into how the CIO role continues to evolve. Specifically, the IDG CIO survey dives into the CIO role in the organization, budgetary responsibilities, business and leadership challenges, and the key skills needed for the job today.

Key Takeaways From The IDG CIO Research Include:

CIOs are spending more time on strategic and innovative initiatives – as the importance of security has been elevated and integrated directly into IT strategy

The focus on innovation is creating a shortage of IT talent, especially in the areas of data science/BI & analytics)

Technology budgets continue to rise and direct control of technology investments remains with IT

Even though marketing has a significant budget for technology,marketing executives view the purchase process as a collaboration with IT

LOBs are not perfectly clear on the exact role that IT plays in new business initiatives and that requires CIOs to do a better job of communicating their contributions to the business

When respondents were asked, What percentage of the total dollars your organization invests in technology products and services is directly controlled by IT currently? In the next 3 years? The responses were:

Technology investments directly controlled by IT – 54%

Technology investments directly controlled by IT in the next 3 years- 57%

IDG CIO Research – CIOs Show Strong Involvement in MarTech Purchases

When respondents were asked, How are you involved in purchase decisions regarding the marketing technology stack?

The Type of Involvement Was Reported As:

Meeting with/evaluating potential vendors – 66%

Consulting with marketing team to determine needs and requirements – 65%

Approving the solution purchase – 60%

Overseeing implementation – 60%

Negotiating terms of service and SLAs – 57%

Making final vendor selection – 52%

Overall, 93% report that they are involved in some aspect of MarTech purchases

IDG CIO Research – MarTech Purchase Process is Collaborative with IT

When respondents were asked, Who is involved in each of these activities as they relate to purchase decisions regarding the marketing technology stack? The responses were:

About Peter

Peter is a strategic and visionary marketing executive and brand champion who has leveraged his unique combination of classical training and entrepreneurial experience at start-ups and F500 companies to transform technology innovations into multimillion-dollar revenue streams. His experience spans all areas of marketing, including go-to-market strategy and execution; brand identity and brand positioning; product development; sales and marketing leadership; customer acquisition and retention; and influencer and analyst relations. Peter consults with c-level executives, teaches at USF’s EMBA program and serves as an advisor to start-ups.

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About After 25 years of Marketing with F500 and startups, Peter formed Four Quadrant, LLC in 2004 so he could work with as many CEOs, GMs, VPS and VPMs as possible. The focus has always been to provide more experience than what an organization thought they needed to ensure that considerable value was delivered with each engagement, with the shortest ramp and the most efficient spend.